I am definitely a big fan of their ability to think outside the box (for full disclosure, I'm totally against the (RED) campaign) but I do not think their method is what you're shooting for when we're trying to figure out how we get the next generation (or even the current generations) to give freely without expecting something in return.

We're still not there.

If you'll forgive me for waxing academic, some of this ties into Maslow's Hierarchy of Needs.  People generally tend to be motivated by the most basic need they have currently and once that need is satisified they move up to the next priority as long as that basic need remains met.

Giving, as Christ taught and modelled it was to come from a sacrificial lifestyle that demonstrated love for God and one's neighbor.  It was a counter-culture and counter-self message that came from a life which elevated the spiritual over the material.

From the practical point of ministry the problem with that is that there are relatively very few people who have the means and the motivation to give on that basis.

Enter seed faith.  Through butchering many Biblical passages (3 John 2 for example) the idea is promoted that giving is a means for personal gain and blessing which will be financial first and the spiritual element is downplayed.  Now there's a hook for those who feel financial need (which is practically universal and frankly the more people acquire the more they feel they need) and the good old deadly sin of greed is dressed up in holy robes and trotted out to people who want to believe that God is glorified by their having a fat bank account and the latest model car in their driveway. 

"American Dream, meet pop theology."

Generational values swing on roughly 40 year cycles.  It's encouraging to me on the one hand that materialism and greed is being seen more clearly for what it is.  What is not clear however is that this Christian value is going to be identified clearly with the message of Christ in this post-modern culture.  In some ways, the church that many in our culture know and see, is represented by the media image that has been utilized for the seed faith message.  So, the messages going counter-culture to that are landing in New Age movements, rock stars and secular humanism.

The more I observe and learn from tracking this blog and reconciling my own reading and past experiences, the more I'm becoming convinced that it's not enough just to be successful in the media by latching onto the gimmicks and tools of the trade, there has to be a grounding and value system tied to the message and the organization presenting it to maintain balance and to guard against compromising the long term message for short term success.

The more I see, the more I'm becoming convinced that it's a mistake to have too far a degree of separation between the media ministries and the local church.

That might make me something of a radical in the eyes of some.

I disagree that it is a large segment of Christians, even the older ones, who go for the wild up front prayer cloths, oil, etc. anymore.   (My personal favorite was a shower cap with a hand traced on it–place it on your head, place your hand thus…)

More it is transaction giving.  "Here is $35, I want $35 worth of tapes, books, etc. " "Here is $20," like PBS, "I want to watch, so I give."

It's still "me" focused.  The segment of people who care about the lost, the dying, etc…those are a small crowd and like Phil, I fear will get smaller.

Today's ministries need to be working to teach and move their donors to a place of caring and compassion, a place beyond themselves.

It starts with the database and knowing who is who…moving people as people (not a mass) from a vague understanding to a being a vital part of what Jesus called us to do.

Today's ministries need to focus on what they produce that will change the life of the donor and help them "finish the race"

Direct mail has lost it's flavor.  I don't even open direct mail pieces.  Even from some of the best ministries that I receive mail from.  I would rather read their magazine than the mail.  I can donate online or set up a monthly draft straight out of my checking account because checks are a concept that is soon to be forgotten. Besides the stamps are going up yet again in May, why because the volume of mail is dropping.

I use to work for a very large television ministry that started out as a great teaching ministry but after years in the direct mail business went from a fresh Word for the body to a monthly marketing meeting on how to generate the most out of your mailing list.  When you walk in to church on Sunday morning and the Word that comes forth was directed in a meeting, so it goes along with a monthly campaign, there is something wrong. 

Serve the people by providing for them, have their hearts in mind.  That is what Jesus did.  He didn't hang with the religious folks, he went to the people.  When Branding your ministry take into consideration the culture.  If you will notice the large ministries coming into place now are doing just that.  They are building with the old generation but are growing with the new generations.  The older televangelist, if you will notice are stuck within a certain age group.  What will happen as that generation goes on to be with the Lord.

 The culture of today is going to money transactions with plastic & through the world- wide web.  Direct mail is being replaced with the web.  Obama is pulling most of his support from the web and his donors are the generation I am talking about.  What is he preaching "Change" - 

It is a biblical principle, he who sows sparingly reaps sparingly and he who sows generously reaps generously. That is then followed by each man should decide in his own heart what he should give. Somehow that part falls through the cracks. 

Where heresy creeps in is that somewhere along the line the preacher/teacher changes his position in the teaching from a giver to a receiver. What he learned  from God was how to give and be generous. When he inserted himself into the receiver slot, he crossed over into manipulation. No teacher should ever set himself up to take advantage of those he is teaching. That is the biggest problem with the teaching of seed faith giving.

We have seen time and time again the grace of God manifested in our lives on the mission field as we respond to the prompting of the Holy Spirit to sow into the lives of others. We also are asked to exert our faith that this is a seed of faith and it will produce. The other option of giving just to give sounds pious but also requires no faith. It maybe says that my sacrifice is enough God, I don't need anything from you. In the end He's the hero of the story and not us. We give in this manner because He asks us to, in His word and in our hearts, and He is the faithful one to meet our needs after we give away something that normally would not make sense to do so.   

I was remarking that people want SOMETHING in their hand for their gift–and that is not a gift, it is a transaction.  And it is sad to see how few people will give simply to see evangelism happen.

As to your point about direct mail, actual results for many ministries show direct mail is still the method of giving/buying of choice for the majority of donors.  That said,  the right approach is to give people both–eblast opportunities as well as direct mail.  Then study what the donor responds to.  Build the communication program based on a person's desires.  Again, only a good database can allow you to do that.

 Remember, it's still the old folks (north of 50) giving to ministries by in large.  These trends will change every year in favor of web, but for now, direct mail still has a place in the mix–a very important one.